Rail Reputation Index

By Tim Sander

What is the Rail Reputation Index?

The Rail Reputation Index is a multi-client benchmarking programme designed to enable train operating companies (TOCs) optimise customer loyalty and engagement.

With the Rail Reputation Index, TOCs will be able to:

  • Deliver an enhanced customer experience
  • Reduce negative word-of-mouth
  • Execute positive change to their brand reputation
  • Drive customer loyalty and engagement

BDRC has a long record in customer experience research, winning awards in several different sectors.  Our Transport research team has conducted extensive passenger research over many years in rail, bus, tram and air travel and we have worked with TOCs throughout the UK.

The Rail Reputation Index combines Net Promoter Score benchmarking with detailed insight into how a range of service touch-points and emotional triggers impact the customer’s relationship with the brand and how this differs across key passenger segments.

Multi-client research programmes share costs across the subscribers, making them a very cost-effective source of insight.

What is the Rail Reputation Index?

What insight is provided?


The Net Promoter Score of your brand, those in your group and competitors, plus what drives the score based on attribute statements (key driver analysis which will be brand-specific).

Brand positioning as it is in the passenger’s mind based on attribute statements.

Real customer comments on why they gave their specific Net Promoter Score rating, split by TOC and by NPS rating segment.

The hierarchy of customer priorities (both functional and emotional) – what matters most to key customer segments.

Optional: place confidential questions specific to your brand, those in your group or competitors.  Only you will see the data for this option.


What insight is provided?

Latest results

The latest results have been released to subscribers August 2017. We are revealing the top three performers below, but for more information you'll need to subscribe to the report:

Virgin Trains emerges as the UK rail brand with the highest level of customer advocacy.  Chiltern Railways records the strongest reputational performance among commuters, and Grand Central rates highest among passengers who travel for leisure.

Virgin, Chiltern and Grand Central are three out of only five TOCs to record a positive NPS: for the remainder, brand ‘detractors’ equal or outnumber their ‘promoters’.

Latest results


For more detail about the Rail Reputation Index, please speak at an early date to Tim Sander.  Alternatively, register for further information and we will contact you.